'Underrated' country just 3 hours from UK sees huge 5.7m tourism boom
Offering swathes of soft-sand beaches, bustling markets, ubiquitous history, and stunning architecture, this often over-looked country has finally entered the tourist limelight
An often-overlooked country with pristine beaches, bustling markets and stunning history is finally getting the attention it deserves. Located in North Africa, bordering both the Atlantic Ocean and Mediterranean Sea - Morocco i s a true melting pot of natural beauty, culture, and tourist-based attractions.
While the desert-dominated country is no hidden gem, attracting 17.4 million tourists last year, it has struggled to lure in similar amounts of holidaymakers as nearby Spain. Morocco's reputation as a 'safe' country has also been tarnished following the 2011 bomb attack which killed at least 10 foreigners.
But, it seems things are quickly changing. According to reports, The Moroccan Ministry of Tourism says the country has witnessed a significant surge in tourist arrivals, with the country welcoming 5.7 million visitors in the first four months of 2025.
Potentially reaping the benefits of rising anti-tourist sentiment in hotspots like Spain and Greece, this is a 23 per cent spike compared to the same period in 2024. "Welcoming an additional million visitors at the beginning of the year, a period traditionally considered slower, is a strong indicator for the tourism outlook for 2025," hailed Tourism Minister Fatim-Zahra Ammor. The politician says the momentum is a 'direct result' of pushing Morocco as a tourist destination while 'anchoring the sector's development in a sustainable and resilient manner'.
Most tourists flock to Marrakesh, the country's fourth-largest city renowned for its busy market stalls that sell everything from handbags to spices. The city is also an architectural wonder, filled with stunning mosques and the acclaimed Jardin Majorelle, which was previously owned by fashiondesigner Yves Saint Laurent.
Capitalising on the 'fly and flop' market, Agadir is growing as a relaxing holiday destination on the coast. It's filled with soft golden sand beaches, cobalt waters, and family-friendly resorts. But no matter where you visit in Morocco, make sure to head out into the desert for an action-packed day driving over the dunes, or watching the stars at night.
You can fly directly to several Moroccan cities, such as Ouarzazate, Essaouira, Marrakech, and Agadir from most major airports, including Edinburgh, Birmingham, Manchester, and London Stansted. Average flights from the UK to Marrakech take three and a half hours, with return fares in June selling for as little as £36.
Accommodation in Morocco varies depending on your budget and which city you're visiting. There's a huge demand for luxury riads in hotspots like Marrakech, which tend to feature their very own private pool and square courtyard. For example, a week's stay (Monday, June 9 -16) in a four-star Riad will set you back a whopping £3,025, based on two adults sharing. However, renting out a room (instead of a whole home) can drop the price to just £31 per person, per night.
Accommodation in Agadir tends to lean more towards huge hotel resorts, many of which offer all-inclusive packages. Staying at the five-star Tikida Gold Palace, which includes breakfast but isn't all-inclusive, costs £918 on the exact same dates. This hotel boasts two swimming pools, a spa and wellness centre, as well as a gym and private beach area.
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